How Stitch Fix Men Is Pushing Forward with Premium Brands

Stitch Fix is building out its stable of brands. The San Francisco-based retail company, which was founded by Katrina Lake in 2011, has become a leader in personal styling services through monthly or on-demand boxes, effectively changing the way American consumers shop online. Initially, it offered a range of fashions for women, but as of two years ago, it branched out to menswear. And it would appear that Stitch Fix’s foray into the category has gained traction with its clients. It has introduced a range of pieces that, according to them, fits into the premium category.

This encompasses labels that offer suiting and styles that are bit more elevated (and pricier) than what was originally in stock. Think: eye-catching prints, better quality fabrics and slim-fit trousers and tops from brands like Todd Snyder, Theory and Faherty. And though these names aren’t too far off aesthetically from what Stitch Fix started with, which includes Penguin and Mavi, they do have more buzz around them. They also provide a much more diverse selection—with tapered silhouettes and interesting details—that may appeal to a client who is tired of ho-hum basics. But were Stich Fix’s members really interested in such an assortment?

Evidently so. The company prides itself on the feedback it receives with each transaction. It asks detailed questions on fit, size and design, accruing data that they then use to inform its stylists and brand partners. Thus, the shopping experience for customers is constantly being improved upon. In regards to menswear, Stitch Fix’s general manager for the category, Chris Phillips, has seen an overwhelming response for better fits with the products offered. And by giving options that are supposedly premium, the company can better accommodate the demand.

Stitch Fix Men.Stitch Fix

Here, Phillips elaborates on how Stitch Fix Men is pushing forward with premium brands.

Why was it important for Stitch Fix to venture into the men’s category initially? Was there data that showed that men were interested in receiving Fixes?

Leading up to the men’s launch two years ago, we heard feedback from our female clients that the men in their lives were asking for a similar service for themselves. We knew there was a huge opportunity to serve the male population with apparel and accessory options that would make them look and feel like their best selves. One key element of Stitch Fix’s business model is the dialogue we have with our clients. Aside from providing information about their style and fit preferences, they also build a relationship with their stylist through the feedback they provide, which allows us to continue evolving our platform and better customize their future fixes.

Who were the initial brand partners, and why did you think they were the right starting players, so to speak?

We launched with more than 35 brands and 160 fit and size combinations across different styles and price points. These brands were selected to develop a product assortment that allowed our stylists to best personalize fixes for each client. Some of the first available brands ranged from Mavi, Penguin, Grayers, DL 1961 and Flag and Anthem, and our first two Stitch Fix exclusive brands for men, Hawker Rye and Fairlane. Now, just two years later, Stitch Fix Men offers more than 130 brands—including 10 Stitch Fix exclusive brands—and 800 fit and size combinations.

Being such a data-driven company, are men very forthcoming with their feedback?

Guys sharing their feedback has been one of our best surprises. From launch, we saw that men completed the Style Profile, comprised of over 80 questions, at nearly the same rate as women. This encouraging statistic showed us how much he wanted us to hear him. When he checks out, his feedback is equally specific and humorous. All of this feedback is data that enables us to better serve him.

Stitch Fix Men.Stitch Fix

What did you learn from that feedback?

The clothes have to fit. Period. We leaned into this product dimension from day one. We updated our Style Profile to include fit challenges such as are you in between sizes and are shirt collars too tight or too loose on you. We also updated the checkout process so we better understand when items don’t fit well. We couple these client insights with data on product, as we take key points of measurement on every item we carry. By doing this, we are able to recommend the best fitting items for our stylists to send to each client. And we can see a direct correlation between fit satisfaction and style satisfaction.

And how are you using that feedback to evolve Stitch Fix Men?

Recently, we heard from our clients that 74% of men would be most interested in dress shirts as a new clothing category. We also see from the style profile how many guys wear business casual and business formal. We took that information and created a tailored category into our assortment in September, inclusive of suit separates, dress shirts and dress shoes. We also saw that over 65% of our clients wear workout clothing at least once a week, which inspired us to launch and expand into performance and active, inclusive of golf, hike, and train categories. And to make shopping even more effortless for him, we launched extras—our curated collection of everyday basics such as underwear, tees and socks. Lastly, we expanded our size range to offer options up to 3X in tops, and pants ranging from 28” x 28” up to 48” x 36”, all as a result of client feedback. Ultimately, all of this information aids us in buying and creating quality products that serve more men, regardless of their size or taste.

So, you found that men were interested in premium brands. Why did you think that’s the case?

Yes, we can see the style, fit, and price preferences for all of our clients, and observed the opportunity to better serve men with higher price preferences across a range of styles: refined, contemporary, everyday. We know that our clients are seeking great quality and many are willing to pay for it so we took that feedback to heart and introduced higher-end brands at a broad range of style aesthetics. Some of the first premium men’s brands we offered were Theory, Todd Snyder and Faherty. Each season, we’re continuing to expand our list of brand partners.

Stitch Fix Men.Stitch Fix

What partners are you bringing on, and why do think they are the right fit for Stitch Fix Men?

Most recently, we added Bonobos, which was a natural partnership for us. One of Bonobos’ key values is providing great fitting clothing for every guy. At Stitch Fix, we share that commitment to providing personalized style, fit and size in every fix we send. Another big part of what we do at Stitch Fix is to help our clients discover new brands. One of our newest additions is an emerging New Zealand-based brand called Rodd & Gunn. They’re known for traditionally tailored shirts, high quality knitwear and pants with amazing fit.

How will this focus on premium brands affect other brand partners that have been doing well?

Our clients have the ability to select their spending preferences by category when they fill out their style profile. This lets our stylists know what price points they’re comfortable with for certain items and when it is appropriate to incorporate premium brands into their fix. We’re not replacing any items with premium brands unless our clients request them.

Do you plan on going even more premium with your offerings?

We’re always listening to our clients and adjusting our assortment based on their needs so, if the ask is there, we’ll work to address it.

What percentage of the company’s profits come from the men’s business?

We don’t share specific data, but we’re very happy with how our men’s business is performing and growing.

Where do you project the business to be in the next five years? And do you think offering premium brands will help reach this goal?

We’re always listening to client feedback. The newest additions to our men’s portfolio—tailored, extras, performance and accessories—were all added at their request and we’re excited to hear what our clients are looking for next. At Stitch Fix, we don't believe the way people will shop 10 years from now is going to be a better store experience or better e-commerce. We believe personalization is the new paradigm shift for retail, and that’s what we’re doing at Stitch Fix, and what we will continue to do—premium brands included.

What else do you have cooking up for Stitch Fix Men in the near future?

Our men’s business is still new, so we’re confident that there’s still plenty of untapped potential for Stitch Fix Men here in the U.S. as we continue to grow our client base and provide the best assortment of fits and styles for every guy.

We are also pleased to have recently announced our expansion into the UK by the end of fiscal year 2019 and are looking forward to showing our first UK clients how effortless, convenient and fun Stitch Fix is.

As a lifestyle writer and market editor, I like to keep abreast of the newest and greatest in the worlds of fashion, beauty and home décor. I live in New York City and can't seem to find enough closet space for all these shoes.